ColumnistsOct 21, 2021
Squirrel Spotting: It’s a Diamond Moment!ColumnistsNov 10, 2021
The Smart Lab: 5 Marketing Mistakes to Avoid This Holiday Season
Jewelers need to check their marketing plans twice to ensure they’re not making any of these errors, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Every jeweler knows the busiest time of year is the holiday season, the period from November to January when consumers are celebrating engagements and shopping for gifts for loved ones.
This is your prime selling season, and you’ll want to maximize your efforts to get the most out of every marketing dollar.
According to recent studies, online shopping represents between 18 and 20 percent of all retail sales globally and this number is only expected to grow.
Whether you’re actively selling online or using digital marketing to drive foot traffic into your jewelry store, you’ll want to avoid these five holiday marketing mistakes.
1. Not investing enough in paid advertising
Digital marketing can produce fantastic organic results to reach your audience. But remember, you’re dependent on Google and Facebook’s algorithms to make things “go viral.” The only way to guarantee that someone sees your content is to pay for it.
One of the best ways to invest in your paid advertising is to create a custom audience based on your Facebook followers.
You can also use the demographics and profile data of your existing customer base to go after people who are similar to your current customers. Like birds of a feather, jewelry buyers tend to flock together in the same social groups. Custom audiences enable you to reach customers who are receptive to the styles and brands that your jewelry store carries.
Another good method of paid advertising is to target previous website visitors and segment them based on user behavior.
Anyone who added a product to your shopping cart is a prime target to go after. With a remarketing ad you can remind and encourage these reluctant buyers to come back to your site to complete the sale.
There is a return on investment you can immediately see, and this type of ad easily pays for itself.
2. No marketing plan going into the holiday season
You should have mapped out your holiday marketing strategy back in the summertime. It takes time to coordinate all the pieces to create successful campaigns. You need marketing assets such as text, images and video. You also need to know which styles to feature and what format your ads will be.
If you haven’t yet, stop now and take time to plan your marketing until the end of the year. There are still things you can accomplish if you make the holidays a priority at your jewelry store.
If you don’t have the resources now, then shift your focus to New Year’s. Start next year off on the right foot which will help carry you throughout the year.
3. No special holiday offers
Part of what makes the holidays so special are all the great deals everyone has. Promotions are no longer an option; consumers expect them.
Offers are what draw people to your website or jewelry store. You need something to promote that stops them dead in their tracks and makes them want to know more.
People have a lot of options to choose from, not only from competing jewelry stores but also with other categories. Jewelry often competes with electronics, fashion handbags, and, this year again to an extent, “experiences,” such as spa treatments, vacations, etc.
A good holiday offer can mean the difference between someone buying jewelry or giving serious consideration to another gift.
Related stories will be right here …
This is your prime selling season, and you’ll want to maximize your efforts to get the most out of every marketing dollar.
According to recent studies, online shopping represents between 18 and 20 percent of all retail sales globally and this number is only expected to grow.
Whether you’re actively selling online or using digital marketing to drive foot traffic into your jewelry store, you’ll want to avoid these five holiday marketing mistakes.
1. Not investing enough in paid advertising
Digital marketing can produce fantastic organic results to reach your audience. But remember, you’re dependent on Google and Facebook’s algorithms to make things “go viral.” The only way to guarantee that someone sees your content is to pay for it.
One of the best ways to invest in your paid advertising is to create a custom audience based on your Facebook followers.
You can also use the demographics and profile data of your existing customer base to go after people who are similar to your current customers. Like birds of a feather, jewelry buyers tend to flock together in the same social groups. Custom audiences enable you to reach customers who are receptive to the styles and brands that your jewelry store carries.
Another good method of paid advertising is to target previous website visitors and segment them based on user behavior.
Anyone who added a product to your shopping cart is a prime target to go after. With a remarketing ad you can remind and encourage these reluctant buyers to come back to your site to complete the sale.
There is a return on investment you can immediately see, and this type of ad easily pays for itself.
2. No marketing plan going into the holiday season
You should have mapped out your holiday marketing strategy back in the summertime. It takes time to coordinate all the pieces to create successful campaigns. You need marketing assets such as text, images and video. You also need to know which styles to feature and what format your ads will be.
If you haven’t yet, stop now and take time to plan your marketing until the end of the year. There are still things you can accomplish if you make the holidays a priority at your jewelry store.
If you don’t have the resources now, then shift your focus to New Year’s. Start next year off on the right foot which will help carry you throughout the year.
3. No special holiday offers
Part of what makes the holidays so special are all the great deals everyone has. Promotions are no longer an option; consumers expect them.
Offers are what draw people to your website or jewelry store. You need something to promote that stops them dead in their tracks and makes them want to know more.
People have a lot of options to choose from, not only from competing jewelry stores but also with other categories. Jewelry often competes with electronics, fashion handbags, and, this year again to an extent, “experiences,” such as spa treatments, vacations, etc.
A good holiday offer can mean the difference between someone buying jewelry or giving serious consideration to another gift.
4. Not optimizing your site for mobile
Think of the last time you needed to visit a website. Did you use your desktop computer, or did you simply reach into your pocket and pull out your phone?
User behavior has changed. The whole world is now at your fingertips with unlimited knowledge and jewelry styles to choose from.
E-commerce sales are expected to be more than 50 percent mobile driven in 2021, which is a first.
Desktops aren’t going away entirely but they’re just not how many people shop online anymore. The phone is now king!
5. Missing out on chances to up-sell or cross-sell your products
With every item you sell, you should use it as an opportunity to up-sell or cross-sell other products.
When someone buys a necklace, why not suggest matching earrings?
When someone buys a bracelet, why not encourage them to buy more and create their own jewelry stack?
When someone buys a few items of the same style, why not encourage them to explore the full collection? This exposes more opportunities to make sales and increases the average order amount.
Remember, your best source of new orders are always your existing customers.
First-time buyers are 27 percent likely to come back to your business, but second- or third-time buyers are 54 percent likely to return. There’s a familiarity there. Your customers already know, like and trust you! Use it to your advantage.
In conclusion, the holidays are your time to shine.
Avoid these 5 marketing mistakes and improve your campaigns.
Analyze what worked in past years and vow to do things differently this year. And avoid a rushed and haphazard approach by taking time to truly understand your audience and outline what your marketing goals are.
By making the holidays a priority in your jewelry business, your customers won’t be the only ones celebrating.
More on Columnists
The Latest
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
